The SERVQUAL methodology has been challenged on a number of grounds, including the failure of many researchers to replicate the original SERVQUAL factor structure, and the unrealistic notion that consumers can form expectations about a service when they have little prior knowledge about the product. This paper explores the role of experience on the dimensions of service quality. An exploratory survey is reported in which a sample of visitors to a theme park was divided into two groups according to their level of experience of theme parks. A factor analysis of the data indicated a more complex factor structure for the group with prior experience of theme parks.
O’Neill, M. and Palmer, A. (2003), "An exploratory study of the effects of experience on consumer perceptions of the service quality construct", Managing Service Quality: An International Journal, Vol. 13 No. 3, pp. 187-196. https://doi.org/10.1108/09604520310476454
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